Branding is about establishing your brand among the public. It’s the combined reputation each of your actions build.

Imagine a huge public scandal one of your competitors go through—because I know such disasters never hit you right?

What happens every time you see the competitor’s logo? You probably feel thankful it’s not you.

In your mind the company has been branded for life. The owner will be smart to change whole brand and logo.

Images are powerful. The human brain remembers them easier than facts or words. Your responsibility is to link your logo to positive public experiences only.

What do people recall when they see your logo?

Customer Experience

Perceptions closer to home is even more valuable than public opinion.

Your customers have a certain experience every time they do business with you. This stays with them. Is your logo plastered all over your premises and merchandise? Then their experiences are connected with this image in their minds.

Whenever your logo appears they will retrieve these experiences. This can make them draw near or away from that image.

If you open a new branch you want existing customers to be the foundation of your new client base. Will they be excited to enter your doors and draw in more customers with them?

What Do the Colors Mean?

You can destroy your logo’s potential the moment you design it. Picking the wrong colors for your logo leads to negative connotations.

Yes that’s how powerful colors are. There are various reasons:

– Meaning: Colors carry subliminal meanings such as power, trust or growth. What If the color you pick isn’t in line with the message you want to portray? All the words you add to your branding campaign may never be enough to counter that message. Visual impact is stronger than words.

– Preferences: People have preferences regarding colors. You won’t easily attract most men by using pink. The bulk of women seldom respond to grey. You’re already ostracizing large communities if you pick these colors for your logo.

– Clutter: Simplicity is key. Using too many colors can ruin your chances at being remembered. Don’t give the public too much information to digest. They may filter out your logo—and all the positive experience connected to it.

Are You Sure It’s What You Want?

Why do you support your local store? You probably know what to expect. You know its characteristics. You trust it will always deliver its excellent service.

This trust is based on years of experience.

Now imagine the store upgrading its look entirely. You’ll wonder whether there’s been management changes. Can you still expect the same level of service?

This is usually the time patrons try out other vendors. The manager may see his or her usual customers stroll by ignoring the fancy new look.

Has this happened to you?

Stick with the logo you pick. You can’t take a chance at changing it. Your positive reputation associated with your brand will instantly disappear.

People are loyal based on trust. They prefer the familiar.

Slight modernization of a logo is acceptable. But never let supporters doubt their trust in you.

Market Related

Why be difficult?

Old customers must recognize your logo. You want new clients to understand you too. And quickly.

Make it easy for customers to associate your logo with your market. In business it’s always about showing you’re the best in your field. Does your logo relate to the field you’re in?

Being too abstract in your design can ruin the message your logo must carry.

Don’t Steal an Idea

If you want negativity associated with your brand your answer is easy. Become a robber in customers’ eyes.

Your future customers are looking for a trustworthy vendor. If you steal a logo when starting your business you’re asking them to doubt you.

I know you don’t intend on stealing a logo. But are you sure the design you pick hasn’t been used before? People won’t contact you to find out the truth. Their assumptions will rule their opinions.

Luckily with modern technology you can do online searches. Look for similar logos and make sure yours is unique enough.

Where Can You Use It?

Before you sign off on your logo imagine it being used.

If you’re serious about marketing you’ll place your logo on every imaginable surface:

– Business cards

– Branding products

– Promotional items

– Company clothing

– Banners

– Pens

How will your current design present on all these surfaces?

If you want your logo to work for you it must be practical. Can it easily be printed? Will it look stunning even if printed small? You don’t want customers laughing at you.

Are you happy with your logo? Perhaps you need to review yours. Make small adjustments if you realize you have a problem. Sidestep the mentioned pitfalls with excellent design. Then protect your logo’s reputation with your life. Your logo is your business. How will you look after it now?